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Abstract
This research examines mediational roles of perceived customer value and customer satisfaction on the relationship between online service quality dimensions and brand equity dimensions. A theoretical model was developed based on a review of the existing literature on the topics, and a survey was developed to test the model using a sample of 576 participants with active online banking accounts in UAE. The structural findings showed that system efficiency, fulfillment and responsiveness have positive effects on brand awareness and brand image, whereas system reliability and security showed negative relationships. Moreover, the findings support the mediational roles of perceived customer value and customer satisfaction on the relationship between brand awareness, brand image, and brand loyalty.